'Holiday: A Soldier Is Never Off Duty' crossed the Rs.100-crore mark at the domestic box office in less than three weeks.

The people behind a new advertising campaign that sees Akshay Kumar flaunt both his humorous and serious side to promote hosiery products Monday said the success of the actor’s current hit “Holiday…” is bound to rub off on it.

The Akshay-starrer crossed the Rs.100-crore mark at the domestic box office in less than three weeks. The A.R. Murugadoss directorial hit the screens June 6.

“Since he has done lots of comic roles, the ad shows his humorous side too. We feel that given his popularity for acting and fitness, people will be drawn towards our product,” said Vinod Gupta, the company’s managing director.

“And with ‘Holiday’ becoming a hit, it is bound to affect the campaign in a positive way. We have already got some good responses in the last three to four days since the campaign went on air,” he said, adding that this is the fourth TV commercial with the actor.